Exclusive Network

"We have imposed certain criteria in order to keep the network private and exclusive. To join, you need to be invited by a trusted member."

If you’ve been ‘invited’ to be part of someone’s network such as Friendster or Linkedin, you probably wondered what would happen when nearly everyone on earth gets linked up. While the ‘six degrees of Kevin Bacon’ theory makes great speculation, the original Stanley Milgram idea could end up being the most abused part of our connectedness. (If you’ve ever been approached by the MLM folk who try to turn your friends, and friends of friends into your ‘downline’ you’ll know.)

So one has to respect the exclusive network called ‘A Small World’ when it tries to shut out the masses. Of course they intend to connect people from Amsterdam to Zurich, (Note: not Azerbaijan to Zimbabwe) with highbrow interests related to sailing, dining, racing and winter resorts, but if you’re not invited, don’t even think of applying!

As the landing page puts it, "If you have no friends who are members yet, you simply need to be patient." Translated: if you have no friends in high places, find another network, buddy.

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Cell phones with hard drives? About time.

Nokia_1 I have been writing about the impending shift in communication upon us when cell phones start doing the work of PCs.

Consider what might happen when cell phones get better equipped to handle email. Cell phones with hard drives are soon to become a standard. (So much more useful than the mediocre, low res cameras built into today’s phones.) 

Nokia_2More storage could mean lots of things from doubling up as an MP3 player (the cell phone as juke box,) to storing  be notes and reading material (the cell phone as library.) Already there are some models of phones on which you could watch TV. 

Nokia’s N91 (left) is rumoured to be taking a shot at unseating the iPod. Apart from the usual bells and whistles, it uses a Wi-Fi connection to download music. As for that cheap shots? No more. The N91 carries a 2 mega pixel camera!

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Great Marketing Quotes –but who said them?

Speaking of quizzes, see if you can guess who said the following:

1.  "I only have a small number of spaces and a huge demand for them."
(a) Vin Diesel, the actor-writer-producer-director on his next movie he plans to film in Baghdad.
(b) Reality show producer Mark Burnett, on selling product placement slots on NBC’s insanely popular hit The Apprentice.
(c) Microsoft corporate communications director on plans to invite controversial talk-show hosts to rant on ‘MSN Spaces’ –its late-as-usual entry into blog territory.

2. "Our brand reputaton has been affected nationally. We are determined to find out what really happened."
(a) Media spokesperson for the Sri Lanka government on the international backlash after a journalist was found murdered.
(b) Wendy’s fast food restaurant chairman, on the incident where a woman claimed she found a human finger in a bowl of chili.
(c) Steve Jobs on the new search feature in the latest Macintosh operating system, Tiger, after an Apple employee drilled too far down into documents on the company’s computers, and posted the results on a public site.

Those who get both right will be featured in an upcoming post, with their faces obscured, to protect them from getting too famous.

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Viral Marketing in a quiz format

Travelingpants There’s an open debate about viral marketing: is too stealthy to be adopted by mainstream marketers, or is stealth the very basis of good marketing. The other question mark that hangs over such tactics is about the branding value of word of mouth ‘advertising.’

I found this example (from a member of a discussion group, Marketing Vox) a good start at using WOM to spread something more than a pointless story for marketing something. The ‘product’ that the client is trying to spread is a quiz, with a twist: Anyone can create a 4-question quiz and email it to friends, whose answers are automatically emailed back to the others, The hook is that every one of the participants are entered for a prize. Of course the final product is a movie being promoted via a web site aimed at the teen demographic –the market for the movie.

The client is Warner Brothers.

The buzz tactic is for a new movie ‘Sisterhood The Travelling Pants.’

Check the quiz here.

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Tracking advertising in real time

While completing my next column for IABC‘s CW magazine, I discovered that media ad monitoring (the business once known as ‘clipping services’) is an incredibly sophisticated area of measurement. Not surprised, now that so much money is being siphoned out of TV advertising. Measurement is the mantra.

So when a company talks of ‘hybrid detection technology’ for the broadcast media, I thought this was another salvo from the jargon meisters who survived the dot-com fallout. Turns out, a company called Fast Channel uses a combo of ‘watermark encoding’ and ‘fingerprint analysis’ to report on which commercial ran on which cable station or network. Very impressive stuff.

Next week I hope to interview a few people from the monitoring agencies. They all use web-based tracking tools for real-time reporting. Stay tuned.

If you have any contacts in this area, please give me a holler here.

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When ‘dicta-phones’ rule the earth!

In the networked, reverse-globalized world’s there’s a new definition to the ‘ word dictaphone. A service called CopyTalk allows people to dictate e-mail into their phone.

Think of it as hands-free email! You could also listen to your email, and update a contact manager while far away from your desktop, PDA or Web-based calendar.

A CopyTalk subscriber calls a toll-free number in the U.S. and dictates his email, specifies a recipient (from a personalized address book set up in advance), and fires off the message. How is this possible? Using the human interface. CopyTalk uses live customer-service people in Chennai, India, who take dictation, type in message and send it for you. The service reads back email mail to you whether you use Outlook, AOL, Hotmail or Yahoo!

What I like about the service is the human interface in the all things-automated world. Pure techies would scoff at this, saying there’s a way to bypas the human interface. But for the moment, even the best voice-recognition solutions are fraught with problems.

You may have noticed something called VoiceMode quietly making its way into cell phones –the speech-to-text solution for text messaging and email on the road. More on this later, but suffice to say that it is way too time consuming. The few tumb typers I know in Sri Lanka would beat voicemoders to a punch!

Besides, I hate the thought (and the sight) of people in public places talking loudly into their phones -especially the dorks with a bluetooth headset, waving their hands and seemingly talking to themselves. Imagine what Voice Mode would do for this!

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Apple unleashes Tiger

If you have been reading Wall Street Journal’s technology columnist Walt Mossberg, you’ll know that he heaps praises on Apple quite a bit. As a former Mac addict, I can see where he comes from. But this week’s Personal Technology piece (April 28, 2005) takes it to a point where I could see the folks in Cupertino in hog heaven.

Mossberg basically calls Microsoft an also-ran in the OS department.

"Overall, Tiger is the best and most advanced personal computer operating system on the market, despite a few drawbacks. It leaves Windows XP in the dust."

The article is all about the advaced Search function, called ‘Spotlight‘. One must envy Mac users who inherited a fabulous operating system. And that’s just under the hood. Macs (and of course iPods) are now the most desirable devices on the planet, with icon and cult status.

It goes to prove that good branding is not just the outer skin of marketing, but something that works from the inside out. To be able to get serious journalists to practically write your body copy takes more than a cool interface.

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Prayers for the Pope tonight

My mind goes back nearly 26 years ago, when I had the luck to shake hands with John Paul II. He was barely one year at the Vatican then, and was so young and dynamic.

It was a very windy day, and I recall so vividly his robes flying around him, as he strode across Vatican square, genuinely anxious meet those who had come to see this enigmatic Pole. For want of something intelligent to say at that moment, I asked him to put Sri Lanka on his itinerary. Something John Paul did many years later, as he became the most travelled Pope in history, reaching out to all religions and nationalities.

Our prayers are with him tonight.

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